Snapchat is encouraging brands to run longer video by buying bigger packages of ads. According to sources, Snap has started pitching brands on a new type of ad package called sequenced messaging, a type of sequential advertising, in recent weeks. The new ad pricing bundles video ads together so brands can run back-to-back video ads with different creative within Discover—the app's hub of daily content from publishers including Cosmopolitan, CNN and The Daily Mail—to tell one story. For example, one media buyer described how marketers can cut up a 30-second spot into three 10-second ads that run consecutively. "Think about taking a 30-second asset and getting it cropped up into three 10-second spots. I'm going to buy three back-to-back ads, and I'm going to tell this sequential story," said a digital ad buyer who was recently briefed on Snapchat's ad packages and spoke with Adweek on condition of anonymity. "I think it becomes unique in regard to storytelling. These guys are trying to get away with this idea of, 'Maybe if you watched three seconds of the first video, five seconds [of the second video] and then 10 seconds to finish the story, that's good as long as you get the point of the narrative.'" Sequential advertising is a sophisticated targeting tactic used by digital marketers. It zeros in on people who have previously seen or engaged with an ad and then follows up with a series of messages. The practice is commonly used with Facebook and Twitter. However,... Continue reading at 'AdWeek'
[ AdWeek | 2017-01-19 00:00:00 UTC ]
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Snapchat is encouraging brands to run longer video by buying bigger packages of ads. According to sources, Snap has started pitching brands on a new type of ad package called sequenced messaging, a type of sequential advertising, in recent weeks. The new ad pricing bundles video ads together... Continue reading at AdWeek
[ AdWeek | 2017-01-19 00:00:00 UTC ]
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Brands are going long on Snapchat—at least with video. After beginning to test the first "swipe to view" video ad with Activision's Call of Duty in November, a series of brands are now experimenting with ads that promote clips longer than 10 seconds. On Wednesday, three entertainment... Continue reading at AdWeek
[ AdWeek | 2016-01-29 00:00:00 UTC ]
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On IAB NewFronts day two, digital content platforms and streamers pitched new ad formats (with a focus on artificial intelligence and shoppable content) in short-form social video and longer-form TV shows and movies. Continue reading at Digiday
[ Digiday | 2023-05-03 10:01:00 UTC ]
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Snapchat has been on a Madison Avenue charm offensive that is culminating in Cannes this week, where the company will be rolling out a video advertising program called Snap Select. A recent pitch deck for Snap Select shows that the ads cost less than half of what Facebook is charging for its... Continue reading at Advertising Age
[ Advertising Age | 2019-06-17 20:39:22 UTC ]
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To avoid brand-safety issues, agencies are increasingly buying premium publisher audiences directly on YouTube. The post YouTube’s brand-safety woes give publishers a boost in selling video ads directly appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-02-25 00:00:00 UTC ]
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Snapchat has developed a private marketplace for advertisers that could help publishers on the platform sell commercials directly to brands and raise the value of the ad inventory.On Wednesday, Snapchat said advertisers are now able to book ad space in specific shows and channels created by... Continue reading at Advertising Age
[ Advertising Age | 2018-07-25 00:00:00 UTC ]
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Snapchat has worked out a deal with publishers that finally allows them to publish branded content to the app.Until now, publishers couldn't create the ads they ran between the articles and videos they post in the app's Discover section for professional media partners such as BuzzFeed, Hearst,... Continue reading at Advertising Age
[ Advertising Age | 2018-03-09 00:00:00 UTC ]
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One year ago, the Washington Post decided it was done working with third-party ad-tech partners and instead started building its own slick tools and ad formats to tackle industry problems like speed, fraud and viewability. So, it started an internal group called Research, Experimentation and... Continue reading at AdWeek
[ AdWeek | 2016-12-09 00:00:00 UTC ]
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If you visit Playboy.com between now and St. Patrick's Day (March 17), you'll see ads for Tullamore D.E.W., the blended Irish whiskey. Then, if you jump onto Instagram, you'll be retargeted with a 30-second video commercial from the same marketer. Such retargeting isn't at all new, but... Continue reading at AdWeek
[ AdWeek | 2016-03-08 00:00:00 UTC ]
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First the Serial podcast became wildly popular. Then President Barack Obama sat down for an interview with Marc Maron for the comedian's WTF program, and the audio-only format that is podcasting was validated like never before. The developments largely flew in the face of the increasingly... Continue reading at AdWeek
[ AdWeek | 2015-07-22 00:00:00 UTC ]
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Personal magazine company Flipboard is rolling out a trial program incorporating video ads into its users’ news streams beginning today. The program launches with eight notable brands: Jack Daniels, Gucci, Chrysler, Lufthansa, Conrad Hotels & Resorts, Principal Financial Group, Woodford... Continue reading at AdWeek
[ AdWeek | 2014-09-15 00:00:00 UTC ]
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Google is launching a programmatic video marketplace that it says will only include premium publishers and select brands. Neal Mohan, vp of display and video advertising, announced the video ad platform today at a DoubleClick customer conference. The marketplace is called Google Partner Select... Continue reading at AdWeek
[ AdWeek | 2014-06-04 00:00:00 UTC ]
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Consolidated report of over 600 individual Nielsen studies is "largest ever" study of podcast ads. Continue reading at Advertising Age
[ Advertising Age | 2022-10-26 15:52:35 UTC ]
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Costs for paid video distribution on Facebook has more than doubled year-over-year. The post Video Briefing: Rising costs on Facebook force publishers to rethink branded video distribution appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-03-13 00:00:00 UTC ]
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New information in an updated court filing against Facebook has prompted publishers to reconsider the extent of the miscalculation they made when reallocating resources to video teams in an effort to capitalize on the potential of social video. The unredacted court filings, part of an ongoing... Continue reading at AdWeek
[ AdWeek | 2018-10-19 00:00:00 UTC ]
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Disillusioned by Facebook, publishers are eager to do more on Snapchat -- particularly with video shows. The post Video Briefing: Snapchat cozies up to more publishers for video shows appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-02-27 00:00:00 UTC ]
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Vice: Vice Media suspended President Andrew Creighton and Chief Digital Officer Mike Germano as it probes harassment complaints about them, Bloomberg News reports.Out: Patrick Scissons is out as KBS' global chief creative officer, after a year marked by high-profile departures from the agency,... Continue reading at Advertising Age
[ Advertising Age | 2018-01-03 00:00:00 UTC ]
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Good morning. Welcome to Ad Age's Wake-Up Call, our daily roundup of advertising, marketing and digital-related news. What people are talking about today: Social media video advertising. It's been in the news a lot in the last 24 hours, with a few different developments of note to anyone keeping... Continue reading at Advertising Age
[ Advertising Age | 2017-08-18 00:00:00 UTC ]
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For the past year, ad blockers have made waves in the media world and threatened to wipe out digital advertising. Now one of those companies, Shine, has hired a chief revenue officer it's tasked with working closely with brands, agencies, publishers and trade organizations. Today, the company... Continue reading at AdWeek
[ AdWeek | 2016-07-14 00:00:00 UTC ]
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Video has become the content and advertising format of the year, with publishers, advertisers and social platforms all publicly pronouncing its importance.Facebook, of course, has become one of video's most vocal cheerleaders. It's rolled out a number of video products, for both advertisers and... Continue reading at Advertising Age
[ Advertising Age | 2016-05-16 00:00:00 UTC ]
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